The Next Phase: Linking UC with Business Applications - Page 2

 By Charles Studt
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As hosted SIP trunking networks gain more traction, some wholesale carriers are also able to track user preferences. These preferences are vital information for multi-channel marketers who may be initiating campaigns that do not take people's communications preferences into account. In fact, a survey from Forrester Research found that while more than 85 percent of all marketers are executing multichannel campaigns, only 37 percent know what channels their customers prefer to use.

To address this issue, marketers need a way to combine CRM applications with available customer preference information and incorporate that information into their outbound communications.? This may also require additional integration with their UC system. Similar to other voice applications, this level of integration requires the availability of standards based APIs to ensure all of the appropriate elements work together as a seamless marketing application.

While standards-based APIs are vital for delivering this new level of convergence, businesses and solution providers need to also make sure their preferred SIP trunking provider is certified by the appropriate UC system vendor. That due diligence is critical to reduce the time needed for developing and deploying new voice applications and functionality, while also ensuring the resulting voice connections will deliver the required performance, call quality and reliability.

By ensuring this new level of convergence delivers high-quality, dependable voice connections, businesses can enter the next phase in UC's evolution and benefit from the resulting surge of leads and top-line revenues.

This article was originally published on Jun 1, 2010
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